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| Here are the lead stories for today's newsletter. - Megaphone dropped 2023 Podcast Trends Report.
- The Podcast Marketing Academy published the inaugural Podcast Marketing Trends Report.
- Acast signed a deal with Proximic by Comscore.
Enjoy reading! Christopher
p/chris951156 | |
| 1 | | Megaphone, Spotify's podcasting platform, debuted its 2023 Podcast Trends Report today. It highlighted the most talked-about topics, how podcast listenership grew across demographics, content categories that were most engaged with, and more. More: - Some of the cultural topics that led to spikes in listenership for shows talking about the content were:
- Beyoncé's Renaissance tour, which saw spikes for Renaissance-related content in February when the tour was announced, May when it kicked off, and July when it came to the U.S.
- The Eurovision Song Contest, which saw spikes in May when the contest began
- Disney's live The Little Mermaid remake, which boosted shows in March when the trailer came out and in May when the film was released in theaters.
- Barbie, which was a massive jump when the film premiered in July
- The spikes in listenership jumped as a spike in Google Searches coincided with these topics
- Other topics included The Met Gala, Lionel Messi joining the MLS, the NBA season, and "Scandoval," the scandal involving Vanderpump Rules cast members.
- The biggest year-over-year growth for audiences was in Italy, with a 106% growth for listeners 55-64 and a 95% growth for listeners 45-54, and France, which saw a 100% growth for 55-64.
- Subcategories for podcasts that saw huge growth this year included parenting (88%), business and tech news (72%), cycling (71%), entrepreneurship (70%), and tech & startups (68%).
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What the data says: Instagram is the most used social media channel used to promote podcasts, according to the Podcasting Marketing Academy's recent study. It garnered nearly 3/4 of the votes when respondents answered what channels they use to promote their podcasts. Facebook came in second, earning nearly 2/3 of the votes. X, formerly Twitter, came in third, followed by LinkedIn. TikTok earned about 1/4 of the votes. Relevance: The Podcasting Marketing Academy released its inaugural Podcast Marketing Trends Report. It surveyed 521 podcasters who shared 12 months of download data and broke shows down into three categories based on the total amount of episode downloads. The report asked a number of questions and reported findings on median episode length, episode release schedule, monthly budget, marketing channel usage, episode consumption rate, and more. The data came back with some surprising information about shows that have experienced high growth and what it may take for shows to grow to higher levels. More data: For social media channels, high-growth shows (shows that saw more than 100% growth over the past year) primarily used Instagram, Facebook, and non-mainstream social channels and were less likely to use X and LinkedIn. Shows with low or negative growth over the past year were more likely to have utilized X, TikTok, Facebook, and other non-mainstream social channels. | | | |
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| 3 | | Acast has signed a partnership deal with Proximic by Comscore to enable cookie-free audience targeting for podcast advertisers. The world's largest independent podcast company will utilize the audience and content target solution to reach podcast listeners through privacy-friendly data-gathering methods. More: - As third-party cookies are depreciating, this will use Proximic by Comscore's Predictive Audiences to gather data on a first-party level to allow advertisers to reach audiences up front, eliminating the use of podcast targeting with cookies.
- Proximic by Comscore enables targeting based on personas, TV viewership, gaming habits, retail purchases, and more but delivers them contextually.
- "The podcast advertising industry has experienced rapid growth in recent years but has been challenged to harness its full potential largely because innovations in ad tech still lagged behind more traditional media forms," said Lee Blickstein, VP Targeting Solutions at Proximic by Comscore. "With Acast's global platform, agnostic reach, and Proximic by Comscore's Predictive Audiences capability, podcast advertising is prepared to continue growing in both scale and efficiency despite the continual loss of access to persistent identifiers."
- Predictive Audiences is now available to all of Acast's markets worldwide.
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| 4 | | The 19th annual AIBs were handed out over the weekend in London, recognizing the world's best journalism and factual productions in TV, radio, and digital platforms. Over 400 hours of content was submitted to 50 judges around the world for evaluation. More: - Podcast winners included Partygate: The Inside Story, which was about British Prime Minister Boris Johnson's ousting, winning for Best News Coverage Radio/Audio/Podcast.
- The BBC News Content for BBC News' program The Death and Funeral of HM The Queen earned the recognition of "Highly Commended."
- Specialist Factual winner for Radio/Audio/Podcast went to BBC Long Form Audio for Shock and War: Iraq 20 Years On.
- RTÉ's Finding Samantha and Pipi Films for Audible Australia's First Eat with Nakkiah Lui each earned "Highly Commended."
- In Investigative Documentary, the winner for Radio/Audio/Podcast was The Shamima Begum Story from BBC News Long Form Audio.
- The Sound: Mystery of Havana Syndrome from Project Brazen/Goat Radio was "Highly Commended."
- For Human Interest, the winner for Radio/Audio/Podcast was Love, Janessa by BBC World Service and CBC Podcasts by Antica Productions and Telltale Industries.
- This Coal Life from Radio Workshop NPC earned "Highly Commended."
- The Radio/Audio/Podcast for Docudrama award was given to Before-After: Anna Lindh 2003 from Swedish Radio Drama.
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| 5 | | iHeartMedia and comedian Daniel Tosh debuted the premiere episode of the new podcast Tosh Show today. In the first episode, Tosh interviews the OBGYN who delivered both of his children. More: - Tosh Show will be a weekly podcast that will feature the host interviewing people from all walks of life that he finds interesting.
- Building off his brand from the hit TV show Tosh.O, Tosh will again look at the world of normal life rather than make a podcast about celebrities and gossip.
- The show will focus on topics such as religion, sports, travel, gambling, and more, as Tosh gives a glimpse into his world through his podcast.
- "With Tosh Show, listeners can expect a refreshing and fearless take on a wide range of topics from a beloved voice in comedy," said Will Pearson, President of iHeartPodcasts. "We are excited to share this hilariously entertaining and thought-provoking podcast with listeners everywhere."
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| 6 | | NASA released its collection of podcasts to be streamed on Spotify starting today. The shows give in-depth access to conversations, stories, and Spanish-language content to highlight what NASA is achieving in its exploration of deep space. More: - NASA now offers five podcasts on Spotify: NASA's Curious Universe, Houston We Have a Podcast, On a Mission, Small Steps Giant Leaps, and Universo Curioso de la NASA.
- NASA plans to expand on these initial shows in the coming months and offer more audio-first productions.
- "Through our podcasts, we share science and space storytelling in a way that only NASA can, leveraging the agency's unique access to expert interviewees, dynamic locations, and mind-blowing discoveries," said Katie Konans, audio program lead of ADNET Systems' SESDA contract with NASA. "We are thrilled to bring NASA's slate to Spotify, and we're looking forward to connecting with more listeners who are curious about the universe around them."
- The shows are also available on Apple Podcasts, Google Podcasts, and Soundcloud.
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| 7 | | Quick Hits: - Elevate your Kubernetes skills with this must-read resource for building cloud-native applications. Get your Kubernetes Cookbook today.*
- iHeartMedia has partnered with Pray.com to launch the Sleep Psalms with Bishop T.D. Jakes podcast.
- Salem Media Group, the parent company of Salem Podcast Network, reported its 2023 Q3 earnings yesterday and noted digital revenue grew slightly in the period.
- Airwave Podcast Network has signed a deal with The Motley Fool to distribute and monetize the flagship podcast, Motley Fool Money.
- Bike Friday is on! Upway sells discounted e-bikes from top brands, rigorously inspected and certified by master mechanics. Get discounts of up to $1,000 on a selection of e-Bikes!*
Writer's note: In last Thursday's newsletter, we mistakenly wrote the incorrect title for Obscured's limited series. It is "From Words to Weapons." *This is a sponsored post. | | | |
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Term of the Day Keyword stuffing: Keyword stuffing involves the inclusion of keywords into a website’s content unnaturally or repetitively to manipulate search engine algorithms. Question of the Week What perks would convince you to return to the office? Join the conversation |
 | Freelance Editor | | Christopher Hachey is a freelance writer and editor based in the New York City area. He has spent most of the past 15 years in newsrooms covering all kinds of topics like sports, tech, business, finance, and commerce. He's now returning to his broadcast journalism roots by diving into podcasting news. Reach out to him at chris@inside.com | | This newsletter was edited by Aaron Crutchfield | |
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